rise.   SkyQuest, a global market intelligence and growth consulting company, projects the global athleisure market will reach $919 billion (US$548 billion) by 2023, reflecting a compound annual growth rate of 8.4 per cent. Within that, the sustainable athleisure space is seeing significant growth in particular. According to a report conducted by business consulting firm Grand View Research, the global market for sustainable athleisure was valued at $106 billion (US$63.1 billion) in 2020 and is expected to reach $197 billion (US$117.4 billion) by 2027, reflecting a compound annual growth rate of 5 per cent.  Grand View Research credits the “the growing e-commerce retail market, increasing corporate wellness programs, and the rising number of start-ups in the sustainable athleisure space” with driving the rise of this specific category within the athleisure market. Brands are tapping into sustainable athleisure In 2021, several apparel brands launched collections with a focus on using recycled materials and more eco-friendly production process including Reformation’s Ref Active line, Puma’s Re:Collection, and Champion Athleticwear’s Natural State Reverse Weave and Rally Pro Earth footwear collections. A few indie brands are also making headway in the sustainable apparel industry, particularly in regards to athleisure, including American-based brands like Losano and Girlfriend Collective. Much like the accessible fashion industry, however, the term “sustainable” doesn’t have an exact, standardised meaning, so brands tend to rely on a range of industry benchmarks and ratings to reassure customers and differentiate themselves from those that are engaging in greenwashing. For example, Girlfriend Collective’s packaging is 100 per cent recycled and recyclable and the brand only works with manufacturers that are WRAP and SA8000-certified.  SA8000 is a social accountability standard and certificate developed by Social Accountability International (SAI), while WRAP (Worldwide Responsible Accredited Production) is the world’s largest factory-based certification program for manufacturers of clothing, footwear, and other sewn products.  Los Angeles-based sustainable apparel brand Losano also incorporates a variety of sustainably designed materials like EcoComb, a Global Organic Textile Standard-certified cotton, and SculptLux, a compressive matte performance fabric made of 83 per cent recycled Repreve polyester. In February, Losano collaborated with 3D knit production house Tailored Industry to launch a six-piece knitwear collection. All of the styles were preordered and 3D-knitted in real-time, essentially eliminating the need for inventory or waste.  As Malinda Behrens, Losano’s chief operative officer, pointed out, the path to creating truly sustainable apparel is a long and winding one, that often places the financial burden on the brands themselves. “We’re trying to introduce new and creative ways to deal with the idea of sustainability. Thinking of ways to sell leftover inventory, making sure we’re cutting all of our raw materials, and figuring out what to do with the scraps,” Behrens told Inside Retail. “We’re bearing the burden of a lot of extra work and my hope is that other manufacturers will also take that on as it’s the right thing to do.” Gen Z and millennials Behrens’ statement is likely to resonate with many Gen Z and millennial consumers. A 2020 study from First Insight indicated that a much larger portion of Gen Z and millennials, 73 per cent and 68 per cent, respectively, are willing to pay more for sustainable products in comparison to other generations like Gen X (55 per cent) and Baby Boomers (42 per cent). However, a 2023 study conducted by 33Seconds, an independent communications agency specialising in climate, technology, and lifestyle brands, pointed out that retailers must to take into account that Gen Z consumers’ desire to buy sustainably is in conflict with their desire to prioritise the cost of items over everything else.  Moving forward, sustainable athleisure brands will have to figure out a way to balance the costs of producing environmentally friendly products with the price that consumers are willing and able to pay.